Promotional mix used by two established organizations

Promotional potpourri used by dickens established organizationsSelect two organizations of your alternative and create a leaflet that describes the promotional materialal mix used by these two constitutions for a selected crossway/service.1A. Mc DONALDS COMPANY OVERVIEWDick and Mac McDonald founded the very first ingest intercourse and self service restaurant in California, US in 1940. nowadays McDonalds is one of the leading desist- sustenance retailer having more than 32,000 local restaurants 1 across the globe. With a ken penetration and beatify disfigurement stick out, McDonalds is serving more than60 million people in approximately 117 countries of the world 1. To establish its market place presence and break up from its competitors, McDonalds has created a form of logos and road signs depending upon its trading operations as for example dine-in facility drive- by with(predicate) and so forth come abouting be a few(prenominal) examples illustrating differ ent logos2 Different Logos of McDonalds1.1 THE PROMOTIONAL MIX schemaMcDonalds has employed an strong promotional mix scheme for the shell out of its wares and run. For the g everyplacenance to penetrate within a peculiar(prenominal) market, it is essential to gain level take up hunch forwardledge close the culture, taste, climate, consumer involve and so ontera to design a remunerate set of promotional mix for trade its market campaign. The right choice of the promotional mix stand bys the organisation to communicate the upbeats of its convergences and services to the consumers (OShaughnessy 2003, p. 110). McDonalds core consumer al-Qaida is built upon children, business somebodynel and fast-food lovers. Followed by which the promotional mix dodging used by McDonalds is advertising and gross gross revenue promotion.1 http//www. roughlymcdonalds.com/mcd/our_company/mcd_history.html2 http//www.ab push throughmcdonalds.com/mcd/media_center/image_g whole(preno minal)ery/logos.htmlOShaughnessy, J., 2003. The selling power of emotions, Oxford Oxford University Press, 2003.1.2 announceThe promotional mix dodging followed by media advertising is ever booming as it rein sop ups the existence of the organization and as wellhead as helps in persuading the consumers to debauch. The advertising diaphysiss imply print media, electronic media, billboards etc. for promotion. McDonalds too employs received effective promotional proficiencys with the help of advertising tools.Print Media, TV CommercialsMcDonalds utilises aggressive media advertising as a tool to promote its products. With the help of television commercials, youngspapers and magazines, the organisation has boomingly shared to create a arbitrary image of its brand. The scrumptious representation of its food products on the hoardings non only attracts its consumers nevertheless(prenominal) as well as helps to keep them strong informed to the highest degree the moder n arrivals.3 Images of Burger and FriesSocial NetworkingToday sociable networking websites have snuff it extremely frequent and since just or so of the traffic on these websites is followed by the younger generation therefore, it dumbfounds essential for the organisations like Mc Donalds to discuss their market presence. To keep itself connected with its core consumer standstill, McDonalds has created pages 4 on the most popular social networking websites that includesFacebook http//www.facebook.com/aboutmcdonaldsFlickr http//www.flickr.com/photos/aboutmcdonaldsTwitter http//twitter.com/mcdonaldscorpThese pages confer all the related randomness about the latest news and upcoming counterbalancets about McDonalds and likewise updates about new deals and unfolds.3 http//www.aboutmcdonalds.com/mcd/media_center/image_gallery/products.html4 http//www.aboutmcdonalds.com/mcd/media_centerPUBLIC RELATIONSPublic traffic play an integral eccentric in straight offs market world. T he transnational organisations having vast operational framework s squeeze out part in certain international affairs like exhibitions, beneficent work, rallies and sports events. McDonalds has also been involved in such(prenominal) large scale events which non only exe cauterizee a positive message hardly also facilitate in the advertising of its brand image.The 2010 exceptional Winter GamesThe 2010 Olympic Winter Games were held in the beautiful city of Vancouver located in the emcee country of Canada. Since the brand image of McDonalds represents youth and therefore, it continues to participate in sports events. McDonalds has officially announced its involvement as the Official Restaurant for the eighth ensuant games 5. The company is all set to feed more than 10,000 of the worlds best athletes, coaches and the Olympic officials. It is yet an new(prenominal) component of McDonalds smart promotional strategy as millions of people across the globe will acknowledge the pres ence of McDonalds as a worldwide partner of this Olympic movement.2010 FIFA globe Cup south AfricaFIFA World Cup is an event that is anxiously awaited by respective(a) cheat on of age groups everywhere across the world. Mc Donalds always test for such events that create an extravaganza to bottom a mass audience. The organisation is an official sponsor and the official restaurant of the 2010 FIFA World Cup southwesterly Africa. With more than 32,000 restaurants in more than 100 countries, McDonalds will bring the FIFA World Cup to life for millions of customers and employees around the world.5 Logo for the 2010 FIFA World Cup5 http//www.aboutmcdonalds.com/mcd/media_center/ stuff_kits.html sales PROMOTIONThe sales promotions ar usually short-termed or era specific strategies that be intentional to attract the new customers or to fill the relationships with the living ones. The sales promotional campaigns offer attractive deals, work on determine and put forward new prod ucts. The buy-one-get-one deals, gifts and prize schemes atomic number 18 few examples of such sales promotions.Toys, Scratch cartes Lucky DrawsChildren are the head consumer base of McDonalds and hence it becomes inevitable for the organisation to unfold such promotional strategies that whitethorn create enthusiasm in children. well-chosen Meals are offered with small toys which excites children. McDonalds also introduces lucky draws, numerous schemes for winning prices and child competitions from time to time as for example, Happy Meal toys, Big Mac Hockey Contest, card games etc. The promotional tactic of scratch cards is also utilised for market which comes with combo meals. Adding to this, Mc Donalds also offers econo-meals and value meals.6 Toys offered by McDonaldsMeals Designed for salubrious EatingThe consumer world of today is getting more cautious about organic food and fit eating and realising this McDonalds has come up with a plan of preserving its existing cli entele along with attracting new customers. The company has knowing Happy Meals with intent to promote healthy eating in children. The organisation has squaded up with DreamWorks Animation to put forward a series of toys including Shrek, donkey and Puss in Boots to endorse fruit, vegetables, and low-fat dairy and fruit juices.By promoting the healthy eating McDonalds has tried to penetrate within the consumer base that intentionally repeal the fast food products as they consider it to be fattening and un-healthy. This is a smart promotional campaign that will benefit the organisation by pulling in the new segment of consumer base to the existing database of the company.7 Shrek Themed Happy Meal6 http//www.kathysfastfoodtoys.com/McDonalds2.html7http//www.aboutmcdonalds.com/mcd/media_center/press_kits/McDonald_s_Shrek_Forever_After_Global_Happy_Meal.html1B TESCO COMPANY OVERVIEWTesco is the leading retail super market in UK having a mass penetration of approximately 90% with an an nual swage of more than 1 billion. Tesco is an internationally recognised brand name which is not only restricted to food and grocery facts but is also elongated its operation to the non-food products.8 Official Logo of Tesco1.1 PRODUCT RANGEFood Ranges Milk, eggs, butter and all grocery itemsNon-food Ranges Books, DVDs and Electronic productsOthers Dieting clubs, flights and holidays, music downloads electricity etc.1.2 CORE COMPETITORSThe list under indicates the core competitors of Tesco in UK. All of the listed below companies are the leading supermarkets in UK and operates almost in same range of products and categories. The competition for Tesco is extremely fierce in UK as the quality of products and services offered by these supermarkets are relatively same hence it becomes difficult for anyone to enthrall out. However, Tesco with its comparatively huge operational network has got a leading spotlight since it has got smaller or bigger outlets in almost every other cor ner. The promotional techniques offered by these supermarkets is more or less the same but Tesco ensures its distinct identity by introducing smart marketing mix followed by carefully knowing promotional mix.TescoAsdaSainsburyWaitroseMorrisons1.3 THE PROMOTIONAL MIX STRATEGYTesco has designed an intelligent promotional mix strategy that reflects a prudent judgment sour behind its campaigning. Tesco has successfully managed to achieve a merry region in the routine life of every household and its progress lies in the success of its creatively devised promotional strategy. The core constituents of Tescos promotional mix are as follows1.3.1 DIRECT MARKETINGIn combination with a number of meaningful promotional tactic, Tesco is successfully following a sway marketing strategy. Once a customer is registered on their briny website -and starts shop, the company keeps on interacting with that customer via phone, emails and school text messages from time to time.Emails MessagesThe co mprehensively designed website stores the contact information of the customer and the efficient use up marketing team of the organisation keeps a track record of customers acquire behaviours. Tesco sends promotional offers, necessary information, new products and finicky deals via unmarriedise email addresses to the customers. Moreover, Tesco also sends out feedback forms and surveys via emails to keep updated with the continuously evolving customers needs and choices.Text MessagingThis is yet another way of close fundamental interaction with the customers. Tesco keeps on sending reusable information about the new offers and products via text messaging. The company ensures that the customer never misses out anything offered by them and by doing so the company also develops a certain place in the customers workaday life.1.3.2 MEDIA CAMPAIGNINGLike its core competitors, Tesco too needs to harbour out heartrending investments on media campaigning even though its market presen ce is humungous. The belligerent environment of today doesnt allow anyone to fall short when it comes to media campaigning. Media is one of the most powerful and decisive share of the boilersuit promotional strategy.TV CommercialsTo differentiate from others it is essential to set off the key features of the organisation in the TV commercials. Tesco in the main focuses on its accessibility as its network is comparatively broader. The commercials also highlight its healthy eating and organic products. Moreover, the TV commercials are designed to offer a little extra eye-catching moments to ensure that the commercials stay in the customers minds for a longer period of time.Interactive WebsitesIn addition to its main comprehensive website, Tesco has launched a number of other web pages including Tesco Apps, Tesco Diet, and talk Tesco etc. The touch ons to these web pages are also made available on the main website and the link to the main website has been kept prominent on all ot her web pages.1.3.3 SALES PROMOTIONTesco is facing a cut throat market competition and therefore, it has to keep on designing advanced(a) promotional strategies to address the consumer needs and offer them a pleasurable obtain experience at the same time. Keeping in view of the go level of inflation and recession period, Tesco has come up with ground-breaking promotional tactics as rewarding their customers.Club Card PointsBy introducing the Club Card rewards point, Tesco has made shopping a lot more fun and exhilarating experience for the consumers. The reward points can be collected by shopping via the online website which can be accessed by going to its website 8. This promotional technique attracts the customers flavor for discounts and saving options.8 Image of Tesco Club card8 http//www.tesco.com/Tesco AppsTesco has launched a bespeak sprightly website which enables its consumers to shop for groceries from absolutely anywhere on their mobile by downloading the Tesco mas king from the website 9. The online shop also allows the customer to add or delete an item from the online shop accessed via the mobile. The mobile application also enables the customer to access the dearie list which makes the do by much easier. This application is an innovative promotional technique which attracts the consumer base that has an extremely busy life.9 Image of Tesco Apps1.3.4 PUBLIC RELATIONSWith its mass penetration in the consumer market, Tesco completely comprehends with the idea of consumer satisfaction which can be achieved by listening to them. It has been established that the customer sentiments drastically changes about a certain product depending upon the positive or negative image they realise by experiencing the offered level of services. Believing the same, Tesco watchs close connections with its customers with the help of numerous methods.Talking TescoThe company has introduced a distinctive website named as Talking Tesco so that its customers know t hat their say matters and is always encouraged. The web page 10 is designed to collect the feedback from its customers along with any issues or grievances and it has been ensured that the relevant team members respond to the complaint or enquiry as soon as possible. The web page also displays a individualizedised email address i.e. emailprotected to directly contact the team and get a quick response.9 http//www.tesco.com/apps/10 http//www.tesco.com/talkingtesco/Tesco DietsTesco believes in hold uping strong bond with its customers so that their true-bluety can also be preserved. Tesco has introduced an interactive website which offers a personalised fitness programme that is designed to encourage people for healthy eating, maintaining a balanced aliment and follow an exercise regime that whitethorn help in reducing weight. By registering on the website an individual can assimilate personalised daily workout programme and log the progress. Moreover, scrumptious recipes, tips, di et plans and interactive tools are also available on the website for free. These kinds of interactive and informative websites help the consumers to develop a positive image about the brand and thereby, develop a relationship of trust between the retailer and the consumer which eventually benefits the organisation.11 Image of Tesco Diets11 http//www.tescodiets.com/why-join/900782. Explain the role of promotion within the marketing mix for a successful promotional campaign.PROMOTIONPromotion is the fourth marketing-mix element which is crucially important for a successful marketing campaign. There are a number of tactics involved in the promotional activities in order to communicate the message to the consumer base. Depending upon the nature and size of the campaign the target market is selected which could be a focus group a feature market segment based on culture, tastes, and religious believes etc. and promotional materials are designed to influence these customers.2.1 PROMOTION AL TOOLS THEIR ROLESThere are a number of tools which are helpful in the promotion of the products. These tools include advertisingAdvertising is a method of communicating with the end-customers and passing on a message about a particular products or services. There are several ways of advertising including print media such as press releases, newspapers, magazines, broacher, hoardings and leaflets or it could be electronic media such as radio set, television or internet. The advertisements are external mass-mediated messages which do not necessarily influence the individual consumers as desired because these messages are filtered through interpersonal communication convey and the perceptual systems of the consumer before acquiring any implications merely, they do influence the consumers buying behaviour (Schiffman and Kanuk 2000, pp. 129-35). The advertisements are typically designed to penetrate a bigger segment of the consumers. Since the advertisements represent pictures and the information about the product therefore, it is expected to develop a certain image in the consumers minds. The TV commercials or radio advertisements are also meant to connect with the target market. The repeated telecast of commercials and the first appearance of print media in the sitting areas of every household have essential a different paradigm of marketing. With the help ofadvertisements the manufacturer attempts to send a clear message to its consumer. OGuinn, Allen, and Semenik define that the meaning of the advertisement is determined through aSchiffman, L. G., and Leslie L. K., 2000. Consumer Behaviour (VII ed.), Upper Saddle River, New Jersey Prentice-Hall, Inc. perspicacious but powerful process of meaning construction by consumers (OGuinn, Allen, and Semenik 2003, p. 202). sales PromotionThe advertisements are intended to instigate a desire amongst the target market about a particular product as a result of which the consumer develops a need to purchase it. Howeve r, the competition is fierce today and almost every other competitor more or less uses the same tactics to attract the customers. Here comes the need for exploiting different promotional tools. The sales promotion is an effective way to manipulate the pricing strategy and gain advantage over the competitors. The cost of a product plays a vital role when it comes to the consumers decision making process. There is segment of consumers which do not necessarily look for designs, colours and quality instead they always look for discount deals.Depending upon the market density the sales promotion strategy may do wonders with a product. The markets that are rich in resembling brands may not get competitive advantage but may boost sales for a limited period and on the other hands, where the markets where the positioning of brands are dissimilar, the sales promotion may aid in establishing the roots of a new brand or may even help in penetrating deep in the market. The main objective lens is to utilise this tool in an effective manner. The smartly designed sales promotion campaigns can help the retailers to get rid of the old or unsold stocks and make ways for new arrivals.It is important to note that the sales promotion technique business leader give quick results or might take a little longer to benefit however, the overall exploit of the sales promotion strategy can be monitored and measured over the time. The main role of the sales promotion campaign is to attract new customers because the benefits associated with this technique are short termed and hence it is difficult to break the loyal customers. It has been estimated that the tremendous rise in the number of brands and a decrease in the efficiency of traditional advertising due to increasingly fractionated consumer markets has lead to annex the need for developing sales promotion strategies (Brierley 2002, p. 132).Public RelationsThe main objective of the existence relations technique is to exploit the c onsumers sentiments in the benefit of the organization. The unexclusive relations tactics primarily involves the peopleOGuinn, T., Chris A. and Richard S., 2000. Advertising (II ed.), the States Southwestern Publishing.Brierley, S., 2002. The advertising handbook, Abingdon, Oxon Routledge.having say-so impact on a companys operations to achieve its goals and objectives, which include both retailers and the customers. The idea is to maintain healthy and positive relationships with the individuals and groups of mutual interests working together for the benefit of the organization. This could be charitable event, a ethnical show which is not directly related to the interests of the company but definitely portrays the social responsibilities of the organization towards the society in global. This may in return have a great impact on in the public eye(predicate) sentiments which will lead to maximise sales. The organizations sponsoring the shows ensure that appropriate coverage has b een condition to such public events and activities thereby, highlighting the positive image of the organization through news and information media. The press conferences, contests, meetings, and other social events are all part of public relations which is intended to draw the attention of general consumers towards their products and services. It is the responsibility of the advertising agencies and the public relation specialists to foresee the possibilities of evolving goodness out of the brand image (Arvidsson 2006, p. 88). On the other hand, several irrelevant issues are also touched by the transnational organizations by supporting certain causes which eventually impacts the organizational objectives in achieving its goals. It has been observed that many corporate companies do not necessarily seek profitability out of public relations tactics however the brand imaging culture of today evidences that public sentiments plays a vital role in the success and failure of products and services. The multinational organizations and corporate companies acknowledge the importance of public sentiments and therefore, it has been established that marketing public relations departments are essential to directly support corporate and product promotion and image solicitude (Arvidsson 2006, p. 96).Direct sellingIt is a time consuming process which requires the collection of data about the target consumer market. The direct marketing technique is based on an in-house data base which provides enough information about the targeted consumers to facilitate the direct marketing teams to offer the best services possible which may suit the clients needs. A number of multinational organisations and corporate companies conduct extensive enquiryes, polls and public surveys to collect the consumers views about certain products. The responses obtained are thus incorporated into the database and are updated from time to time. The process could be very time consuming and therefore, a n umber of organisations buy the mailing lists andArvidsson, A. (2006) Brands meaning and value in media culture, Abingdon, Oxon Routledge.contact information of potential customers that is tailored to a precise specification. It is an effective promotional tactics which involves a number of different techniques to execute a well-designed marketing plan. Direct marketing may involve the use of emails, letters, phone calls etc to reach the targeted consumers. This method is useful in targeting a specific group of customers and sends them personalised messages which may have a distinct impact as compared to the TV commercials or even promotional tactics. It has been observed that a segment of consumers prefers to be personally turn to as it gives them some extra importance (Levy 2003, p. 108). This technique is welcomed by a consumer base that is psychologically be given towards introvert lifestyle. The main role of direct marketing technique is to get realistic results as the promot ions are designed to target the listed customers and therefore, the response level obtained from them can give an idea of how well the campaign is working. Today, the competition is getting tough and the organisations seek for improved results therefore, direct marketing techniques are adopted to measure the effectiveness of the promotional campaigns and make necessary alterations where required.Personal SellingPersonal change is another tool used to devise an effective promotional campaign. It involves the employment of sales representatives in order to carry out the day to day sales activities. The personal selling technique is not very well complimented by the fast paced environment of today as the consumers are much more inclined towards the electronic sales option i.e. via internet. The personal selling option can be termed as the most expensive means of promotion, as adult male involvement requires certain expenses, and supplementary benefits however, a number of companies s till maintain their sales force and encourage door to door selling. Personal selling is effective with the consumer base that is not very fond of following the commercials and is not capable of using internet. These customers have got the psyche of believing what they see in real. They may prefer trying a product before their utmost decision making process. The sales personnel are highly clever to deal with such customers and also taught to utilise personalised elements and techniques to convince the customers. The door-to-door selling techniques are quiet time consuming and might not get instant results for theorganisations however, they seem to be effective in unreachable client base to get the competitive advantage. Salespeople are trained to make presentations, answer objections,Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2) 99-110.gain commitments to purchase, and manage account growth (McFall 20 04, p. 63). The main goal of a sales person is to convince the customer on the spot and achieve the companys target by maximizing sales activities which can also be achieved by the record of mouth if the customer is happy with the way the sales person has presented the product. The technique is all about maintaining a good reputation with the end customer where the sales person serves as a face of the company. Therefore, the sales force must be well acquainted with the product knowledge in order to satisfy the consumers enquiries related to the product. The personal selling strategy is considered to be out of fashion due to growing e-technology and web based marketing strategies however, the effect of personal interaction with the consumer can never be ignored. combine with a correct set of promotional mix a successful marketing campaign can be designed.McFall, L., 2004. Advertising a cultural economy, London Sage.Explain the role of advertising agencies in the development of a su ccessful promotional campaign the evidence that you have to produce is a fact sheet.3. ROLE OF ADVERTISING AGENCIES IN PROMOTIONAL CAMPAIGNSThe ever-increasing range and miscellany of market products has given rise to plethora of brand consciousness as a result of which the significance of information, persuasion and convincing the customer has become a key feature within the consumer market. Advertising is a vital tool that provides an opportunity for the companies to connect with their target market and to escalate the marketing process, advertising agencies has been pioneered that serves as a bridge between the company and its consumer base. event SHEETThe advertising agencies facilitates in the development of positive consumer culture.They serve as an effective mediator in between the market products and their consumers.For a successful promotional campaign, an advertising agency aims to benefit its client by maximising sales opportunities.The advertising agencies externalise marketing as a management function and create a body of specialised knowledge about markets and consumers (Wilson and Thomson (2006, p. 112).They comprehend with the clients objectives, product knowledge and the target consumer base.The advertising agencies conceptualise the overall promotional activities.The products are well understood and the process begins by constructing the image and identity of the brand.A team of professionals are involved in the process of brainstorming innovative ideas to achieve the set targets.Extensive research is conducted to think the market trends and consumer needs are identified.Depending upon the size of the budget, an advertising agency creates effectiveWilson, J. and A. Thomson (2006) The making of modern management British management in historical perspective, Oxford Oxford University Press.promotional campaigns.Advertising agencies makes a strong effort to create and maintain the goodwill of the brands.The agencies are involved in the proces s of managing a trade marks augmentation to a key symbolic element of marketing strategy (Brierley 2002, p. 97).The agencies devise a marketing communication strategy for mass promotion with the aim of sellingThe aim is to create a direct link in between the manufacturer and end-consumer by reducing the efforts of sales activities of contact and retailers (Levy 2003, p. 103).Developing a brand image that creates desire for the advertised products.Follow competitor-based approaches to market segmentation and product positioning (Cano 2003).Study the behavioural and psychic dispositions of the consumers which are heavily influenced by the brand imaging.Strategically manipulate the socially-shared symbols in order to facilitate the market penetration.They offer meaning and symbolic connotations to the marketed product which helps the consumers in decision-making process.The advertising agencies plan and design the promotional campaign in such a way that the desired information about a product shall be presented to consumers in a presentable manner (Arvidsson 2006, p. 56) recapitulation the progress of promotional campaigning and improvise necessary alterations where required.Maintain and replenish the bond between manufacturer and the consumers.Brierley, S., 2002. The advertising handbook, Abingdon, Oxon Routledge.Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2) 99-110.Cano, C., 2003. The recent evolution of market segmentation concepts and thoughts primarily by marketing academics, in E. Shaw (ed.) The romance of marketing history proceedings of the eleventh Conference on Historical Analysis and Research in Marketing (CHARM). Boca Ranton, FL AHRIM, 2003.Arvidsson, A., 2006. Brands meaning and value in media culture, Abingdon, Oxon Routledge.In a report justify the reasons behind the choice of media in a successful promotional campaign.4. asylumWith the passage of time the competiti on in the corporate world has become increasingly fierce that has enabled the marketing sector to grow. Marketing can be done by a number of ways depending upon several associated factors however the role of media in every form is an essential element of the marketing world. The rising trend of e-connectivity and social networking practices has made it obligatory for the organisations to incorporate